Marketing strategy is a construct that lies at the conceptual heart of the field of strategic
marketing and is central to the practice of marketing. It is also the area within which many of …

The use of resource-based theory (RBT) in marketing research has increased by more than
500% in the past decade, which suggests its importance as a framework for explaining and …

Avatars are becoming increasingly popular in contemporary marketing strategies, but their
effectiveness for achieving performance outcomes (eg, purchase likelihood) varies widely in …

This study explores the dynamics of influencer marketing in the B2B sector by drawing on
employee advocacy, customer reference marketing and organisational endorsement …

The current research demonstrates how conversational robo advisors as opposed to static,
non-conversational robo advisors alter perceptions of trust, the evaluation of a financial …

Marketing organization is the interface of the firm with its markets and where the work of
marketing gets done. This review of the past 25 years of scholarship on marketing …

Digital communication, the electronic transmission of information, reflects and influences
consumers' perceptions, attitudes, behaviors, and shopping journeys. Thus, data stemming …

Firms routinely engage in relationship marketing (RM) efforts to improve their relationships
with business partners, and extant research has documented the effectiveness of various …

Advancements in technology are radically transforming service, and increasingly providing
the underlying basis for service strategy. In this paper, we develop a typology and …

Purpose This study aims to introduce the special issue on digital marketing and business-to-
business (B2B) relationships. In general, only modest attention has been devoted to the …